{"id":31720,"date":"2021-07-16T14:05:24","date_gmt":"2021-07-16T18:05:24","guid":{"rendered":"https:\/\/www.litmus.com\/?p=31720"},"modified":"2023-03-13T13:32:23","modified_gmt":"2023-03-13T17:32:23","slug":"future-of-insights-analytics-webinar-recording-takeaways","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/future-of-insights-analytics-webinar-recording-takeaways","title":{"rendered":"Prepare for the Future of Email Insights and Analytics: Webinar Recording + Takeaways"},"content":{"rendered":"\n\n\t<div id=\"simple-text-block-block_60f197fbeb5ae\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<p>Consumer privacy protection is a huge trend imparting marketing as a whole\u2014and email marketing specifically in the coming months.<\/p>\n<p>With <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/apple-mail-privacy-protection-for-marketers\/\">Apple Mail Privacy Protection<\/a> rolling out in September, how we \u201cdo email\u201d is changing. We need to prepare for a season of flying blind and identify new ways to measure email performance.<\/p>\n<p>In the second part of our Ultimate Email Summit online event, Jessica Raggio (VP of Product Marketing at Litmus), John Billington (Director of Product Management at Litmus), and I share practical tips to help you prepare for the future of email insights and analytics.<\/p>\n<p>Didn\u2019t make the live webinar? That\u2019s OK. We recorded the whole thing. Watch the recording here, or read the recap below:<\/p>\n<div class=\"wistia_responsive_padding\" style=\"padding: 55.94% 0 0 0;\">\n<div class=\"wistia_responsive_wrapper\" style=\"height: 100%; width: 100%;\"><\/div>\n<\/div>\n<p><script src=\"https:\/\/fast.wistia.net\/assets\/external\/E-v1.js\"><\/script><\/p>\n<h2>What privacy changes are happening?<\/h2>\n<p>In the live webinar, we addressed two big changes that will impact marketing: Apple Mail Privacy Protection and the <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/this-is-not-a-drill-the-loss-of-third-party-cookies-is-bigger-than-gdpr-and-ccpa\/\">end of third-party cookies<\/a>.<\/p>\n<p>Third-party (3P) cookies are text files that store data about web experiences across different websites, and help inform companies about the people who visit their own websites. While this will impact demand generation teams more, the end of 3P cookies is going to mean a focus on first-party data\u2014and email is a key driver of this.<\/p>\n<p>Mail Privacy Protection (MPP) stops senders from collecting certain email data about Apple Mail users. It prevents senders from knowing if and when they open an email. And it masks their IP address so it can\u2019t be linked to other online activity or used to determine their location. It also hides their device information so you can\u2019t tell if the subscriber is using an iPhone or a Mac.<\/p>\n<p>This matters because you won\u2019t be able to tell who opened your emails and when via Apple Mail. And because Apple\u2019s caching servers will inflate the counts of total opens and make it very difficult to get an accurate open rate.<\/p>\n<p>We asked you all which you see having a bigger impact, and the answer was clear: Mail Privacy Protection all the way.<\/p>\n<figure id=\"attachment_31744\" aria-describedby=\"caption-attachment-31744\" style=\"width: 514px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-31744 size-full\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/07\/linkedin-poll-loss-of-third-party-cookies-vs-mail-privacy-protection.png\" alt=\"LinkedIn poll: Which do you think will affect your email program more? 37% said loss of third-party cookies, and 63% said Apple's Mail Privacy Protection\" width=\"514\" height=\"199\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/07\/linkedin-poll-loss-of-third-party-cookies-vs-mail-privacy-protection.png 514w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/07\/linkedin-poll-loss-of-third-party-cookies-vs-mail-privacy-protection-300x116.png 300w\" sizes=\"(max-width: 514px) 100vw, 514px\" \/><figcaption id=\"caption-attachment-31744\" class=\"wp-caption-text\"><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/posts\/litmus-com_activity-6813467062556487680-Um-V\">See the poll on LinkedIn<\/a><\/figcaption><\/figure>\n<p>Despite the impending changes to email, we don\u2019t believe that email is dead. We\u2019ve gone through changes before (looking at you, GDPR, CASL, and CCPA), and we\u2019ll do it again.<\/p>\n<p>With that in mind, we talked about how MPP will impact email marketers and some practical steps to prepare in the coming months. Sharing them with you here now.<\/p>\n<h2>6 tips to prepare for Mail Privacy Protection<\/h2>\n<p>While there are still a lot of unknowns, there are ways we can start to take action based on what we do know.<\/p>\n<h3>1. Update re-engagement campaigns<\/h3>\n<p>To start, look at what\u2019s triggering these campaigns. Often, re-engagement campaigns rely heavily on open rate data. Here at Litmus, we\u2019re redefining re-engagement for our own lists using opens and clicks. Why keep opens in there? Because not every email has a call-to-action that requires a click. That, and not everyone uses Apple Mail! So, for the time being, we\u2019re keeping opens as part of our engagement criteria.<\/p>\n<p>Then, look at how your emails are worded. Are you saying things like, \u201cYou haven\u2019t opened our emails in a while\u201d? Change the verbiage to reflect low engagement, but not opens specifically.<\/p>\n<h3>2. Send a reconfirmation campaign<\/h3>\n<p><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/gdpr-re-permission-campaigns-6-tips-for-making-them-a-success\/\">Reconfirmation campaigns<\/a> allow subscribers to continue to opt into your emails\u2014or opt out. Since we can no longer rely solely on opens to clean our lists, this helps you maintain list hygiene and deliverability. A bonus here is you get explicit opt-in to email these folks. So while that\u2019s not required across the board, it might be in the future. Better to have that explicit opt-in, yeah?<\/p>\n<p>Word to the wise: Consider sending your reconfirmation campaign more than once to people who didn\u2019t re-confirm, as people may not see your email for a variety of reasons. You can also use other metrics, like website activity or interaction with another email, to understand if they\u2019re still engaging with you in some capacity.<\/p>\n<h3>3. Create a reliable opens audience<\/h3>\n<p>Do you know the extent to which MPP will impact you? You can measure the impact of this coming change in email performance measurement by segmenting your audience by email client device. Not only will this help you understand the scope of impact, but it will also set you up to approximate email engagement in the future.<\/p>\n<p>Some email service providers (ESPs) can help you determine this segmentation by email client, but if yours doesn\u2019t provide email client open data, you can use Litmus <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-analytics\/\">Email Analytics<\/a> to get this breakdown.<\/p>\n<p>Device identification analytics can help you create an audience segment known to be using non-Apple email clients\u2014and this segment will continue to provide accurate open data after the roll out of MPP this fall. (Read more on how to <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-analytics-for-mail-privacy-protection\/\">create a reliable opens audience<\/a> using non-Apple email clients.)<\/p>\n<p>In addition to using this list as an opens proxy, consider this: Is the read time for Apple device subscribers similar? If so, you\u2019ll be able to use the Gmail and Outlook read time, for example, as a proxy for read time of your emails going forward.<\/p>\n<h3>4. Broaden engagement metrics<\/h3>\n<p>With all the changes hitting marketing as a whole, it\u2019s more important than ever to break down data silos in marketing.<\/p>\n<p>In addition to email-specific metrics, consider incorporating <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/holistic-email-metrics-matrix-are-you-seeing-the-whole-picture\/\">cross-channel metrics<\/a> that show customer engagement, like purchases, account activity, website visits, and SMS engagement. This will especially be important for newsletters and retention-related emails where you may be more focused on getting the subscriber to read instead of buy. These cross-channel metrics can help you better identify who\u2019s engaged and to what extent.<\/p>\n<h3>5. Promote preference center updates<\/h3>\n<p>Give your subscribers an opportunity to tell you what they want to receive from you and how frequently they want to hear from you.<\/p>\n<p>If you already have a <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-preferences-center-best-practices\/\">preference center<\/a> that offers the ability to indicate a preference on email frequency, promote it more aggressively during signup and periodically during the email relationship. If you don\u2019t currently offer this, consider adding it as a way to improve subscriber engagement by meeting their expectations.<\/p>\n<h3>6. Start tracking Email Quality Score<\/h3>\n<p>This is a concept Lucas Chevillard shared on the <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/explore.reallygoodemails.com\/lessons-learned-from-airbnb-s-email-specialist-6c8adbd44c55\">Really Good Emails podcast<\/a> (which you should totally subscribe to if you haven\u2019t already). At its core, it shows you how many people are annoyed by your messages vs. actually enjoy receiving them.<\/p>\n<p>The formula for Email Quality Score is simple: Unsubscribers divided by Responders (responders could be measured by unique clicks) removed from 1 and then multiplied by 100.<\/p>\n<p>This can help you understand engagement quality and should be combined with clicks and unsubscribes.<\/p>\n<h2>We\u2019ve got your back!<\/h2>\n<p>When it comes to preparing for the future of email insights and analytics, we\u2019ve got you covered. Check out our recent blogs on the topic:<\/p>\n<ul>\n<li><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/holistic-email-metrics-matrix-are-you-seeing-the-whole-picture\/\">Holistic Email Metrics Matrix: Are You Seeing the Whole Picture?<\/a><\/li>\n<li><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-analytics-for-mail-privacy-protection\/\">How to Create a Reliable Opens Audience for Non-Apple Mail Users<\/a><\/li>\n<li><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/identifying-real-opens-mail-privacy-protection\/\">Identifying \u2018Real Opens\u2019 Is Key to Adapting to Apple\u2019s Mail Privacy Protection<\/a><\/li>\n<li><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/mail-privacy-protection-email-marketing-tips\/\">5 Tips to Prepare Your Email Program for Mail Privacy Protection (and Still Be Successful)<\/a><\/li>\n<li><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/apple-mail-privacy-protection-for-marketers\/\">Apple\u2019s Mail Privacy Protection: What This Means for Email Marketers and How to Prepare Now<\/a><\/li>\n<\/ul>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>In our webinar, we shared practical tips to help you prepare for the future of email insights and analytics. Watch the recording now and read our takeaways.<\/p>\n","protected":false},"author":1,"featured_media":29741,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[],"blog_category":[53,50],"class_list":["post-31720","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","blog_category-tips-resources","blog_category-webinars"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Future of Email Insights: Webinar Recording &amp; Takeaways - Litmus<\/title>\n<meta name=\"description\" content=\"In our webinar, we shared practical tips to help you prepare for the future of email insights and analytics. 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